Client: A major Indian electronics and consumer durables retail chain

Challenge:

The client, a prominent player in India's electronics retail sector, sought to enhance their e-commerce platform to solidify their position as the country's top choice for consumer electronics and IT retail experiences. They needed a comprehensive UX overhaul to improve user engagement, drive conversions, and ensure a consistent brand experience across all digital touchpoints.

Objectives:

• Ensure design system adherence for consistent brand identity
• Achieve consistent UX across the site
• Improve affordance for key actions and content sections
• Fix broken user journeys
• Provide clean, intuitive user flows within the entire framework

Approach:

Dreamworx employed a holistic UX transformation strategy, addressing key areas of the e-commerce journey:

• Entry points (search, navigation, category pages, promotional content)
• Product shortlisting (listings, filters, comparisons, wishlists)
• Product selection (details, images, features, offers, reviews)
• Purchase finalization (cart management, offers, warranties)
• Shipping and pickup information
• Payment selection
• Post-payment experience
• Post-purchase services

The project followed a comprehensive UX process:

Discover

• Conducted user interviews and surveys
• Performed usability audits and gap assessments
• Defined usability goals and gathered requirements

Define

• Facilitated brainstorming sessions
• Developed user profiles and personas
• Created storyboards and creative direction
• Defined user experience requirements

Design

• Produced wireframes and prototypes
• Developed functional designs and design concepts

Develop

• Created style guides and UI specifications

Deploy

• Established design standards
• Conducted compliance checks and expert evaluations

Solution:

Dreamworx delivered a reimagined e-commerce experience that addressed the client's objectives:

• Modular homepage architecture with customizable components
• Intuitive navigation and search functionality
• Streamlined product discovery and comparison tools
• Enhanced product pages with rich media and social proof
• Simplified checkout process with clear shipping and payment options
• Personalized dashboards for logged-in users
• Integrated omnichannel features (e.g., in-store pickup, seamless returns)
• Responsive design for consistent experience across devices

Testimonial:

“Nanda is extremely hardworking and detail oriented. He brings on table the best ux practices, complete competition benchmarking, extensive journeys and personas.

You will be amazed to see the depth of work!

All in all, one of the best UX persons to work with.” - Lead Designer

Project Execution: This UX transformation project was executed by Dreamworx for Rage Communications, a leading digital agency. As Rage's UX consulting partner, Dreamworx collaborated closely with their team to deliver this comprehensive e-commerce transformation for the electronics retail client.